that was credited with winning the 2004 election. he compiled reams of information about people. >> if they own a gun, what magazines they read, what car they own. >> we had a microtargeted voter file in which we had up 225 pieces of household level information about them. we knew what kind of car they had. >> republicans today most often drive ford mustangs, audition, mercedes. democrats are more likely to own a honda civic hybrid, volvo, or nissan leaf. they watch tv shows, conservatives like "dancing with the stars" and modern family. >> you won't have to pay taxes for the rest of your life. >> liberals are more likely to watch "law and order" or "30 rock." >> tonight tgf will not be the worst thing on television. it will be john stossel. who's with me? >> yeah, not surprised that liberals watch that. >> what difference does that make? >> it tells you things like if you want to reach an independent swing woman voter, buy the house and garden channel. if you want to reach a republican-leaning but less likely to vote independent swi